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The Strategy

RKD implemented a holistic, media-driven digital strategy that connected awareness, engagement and fundraising into a single, cohesive donor journey. The approach emphasized smarter channel mix, modernized messaging paired with innovative creative and technology-enabled personalization, reducing over-solicitation while increasing performance. 

The vision centered on:

• Expanding beyond lower-funnel tactics into prospecting, awareness and engagement 
• Integrating marketing, education and fundraising into a single connected experience 
• Creating donor journeys that cultivate and steward supporters rather than relying on constant donation asks 

1. Full-Funnel Media Expansion 

We re-architected the digital program to connect upper-, mid- and lower-funnel strategies, including: 

• Programmatic display and video advertising 
• Connected TV (CTV) to expand reach and awareness 
• Micro- and nano-influencer partnerships 
• Digital audio via podcast sponsorships 

These tactics allowed the organization to reach new audiences at scale while reinforcing mission-driven messaging earlier in the donor journey.

2. Lead Generation & Engagement Optimization 

To deepen engagement and grow qualified audiences, we: 

• Maximized lead generation through paid social ads 
• Promoted high-value digital content as a core engagement driver 
• Promoted monthly chats, webinars and Zoom-based presentations to generate leads and educate and inspire potential supporters 

This approach has created strong, warm leads prior to asking for financial support. 

3. Lower-Funnel & Conversion Transformation

We modernized and optimized core fundraising engines by: 

• Transforming the paid search program for improved efficiency and scale 
• Introducing higher-performing paid social strategies 
• Deploying Dynamic Creative Optimization (DCO) across programmatic media ads 

These enhancements dramatically improved donation conversion and new donor acquisition performance. 

4. Donor Journey & Messaging Evolution 

To move away from over-solicitation, we redesigned donor journeys across owned channels: 

• Optimized email programs focused on cultivation, stewardship and conversion. We reduced overall email volume while increasing revenue in the first year, increased revenue in the second year and again reduced volume while increasing revenue in the third year 
• Introduced several automated email journeys at key donor lifecycles and shifted focus to content quality, cadence and campaign timing rather than excessive segmentation 
• Reduced reliance on high-frequency donation asks and built campaigns around mission-relevant moments 
• Integrated a robust and strategic text messaging experience 

More recently, RKD introduced dynamic send-time optimization based on recipient location, as well dynamic content as part of email efforts, resulting in improved click-through rates and overall performance.

5. Identity-Driven Personalization & Technology 

Using RKD’s proprietary Identity tools, we: 

• Captured deeper behavioral insights across channels 
• Activated personalization across the website 
• Deployed lightboxes and personalized calls to action based on user behavior and intent 

These experiences delivered the right message at the right moment, improving relevance and performance.  

6. Breakthrough Creative & Storytelling 

In collaboration with the organization’s marketing and scientific communities, we developed new creative campaigns that: 

• Were grounded in proven fundraising principles 
• Broke through traditional category messaging 
• More powerfully told the story of the disease and its impact on people across the U.S. and around the world 

This work elevated both emotional connection and credibility.  

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The Results

The transformation delivered significant, sustained growth across the digital program: 

• 52% increase in new donor volume 
• 69% increase in new donor revenue 
• 9% YOY increase in revenue from email with 25% YOY decrease in emails delivered 
• 79% growth in core donors (2+ consecutive-year donors) 
• 54% expansion of the overall donor file 
• 78% growth in total digital revenue 

By optimizing email, investing in full-funnel media and modernizing donor journeys, the organization built a more resilient, scalable digital fundraising engine.